{"product_id":"if-you-build-it-will-they-come-three-steps-to-test-and-validate-any-market-opportunity-hardback-9780470563632","title":"If You Build It Will They Come?; Three Steps to Test and Validate Any Market Opportunity (Hardback) 9780470563632","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eIf You Build It Will They Come?\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThree Steps to Test and Validate Any Market Opportunity\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eRob Adams (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470563632, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 28 April 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages\u003cbr\u003e23.6 x 16 x 2.2 cm, 0.404 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eKnow if you'll hit your targets before pulling the trigger on any marketing plan\u003c\/p\u003e \u003cp\u003eMore than sixty five percent of new products are commercial failures, and if you compound this with a recession, now more than ever you can't afford to be wrong. In \u003ci\u003eIf You Build It Will They Come,\u003c\/i\u003e business professor and strategy consultant Rob Adams shows you how to make sure you hit your target market \u003ci\u003ebefore\u003c\/i\u003e you spend a lot of money. He shows you the fast, systematic and proven approach of performing Market Validation in advance of making a large product investment.\u003c\/p\u003e \u003cp\u003eAdams outlines a simple and effective market validation and testing strategy that is proven, giving entrepreneurs and managers the ability to dramatically improve the prospect of product success. He explains how to quickly gather information on competitors, directly interview members of your target market, and figure out what the market really wants to buy, versus what customers say they want.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eThe steps to quickly understanding the viability of your market\u003c\/li\u003e \u003cli\u003eWhere to go to gather the information needed to hit the market requirements\u003c\/li\u003e \u003cli\u003eHow to follow through with the right product launched in the right way\u003c\/li\u003e \u003cli\u003eAdams cuts through the fancy terms and expensive market research that gives lots of data but no real product oriented information about usage, pricing, features and competitive forces. In the end you'll produce results on your first release of a far more mature product, shipped in a faster timeframe with features customers will actually use.\u003c\/li\u003e \u003cli\u003eThis book is for anyone involved with designing, developing and launching new products. Its examples and advice cover everything from the fledgling start-up that needs their first product to work just to survive to the successful Fortune Class company establishing new worldwide markets. Examples cut across all major industrial sectors including consumer, retail, manufacturing, technology, life sciences and services. This book offers the step-based guidance you need to make sure failure is not an option.\u003c\/li\u003e \u003c\/ul\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction Market Validation: Why \u003ci\u003eReady, Aim, Fire \u003c\/i\u003eBeats \u003ci\u003eReady, Fire, Fire, Fire, Aim \u003c\/i\u003e1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep 1 \u003c\/b\u003e\u003cb\u003e\u003ci\u003eReady\u003c\/i\u003e—Could This Idea Fly?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter One \u003ci\u003eReady: \u003c\/i\u003eThe Overview 35\u003c\/p\u003e \u003cp\u003eChapter Two Domain Knowledge: Where Did You Get Your Idea? 39\u003c\/p\u003e \u003cp\u003eChapter Three The Market: How Big is It, and How Fast is It Growing? 45\u003c\/p\u003e \u003cp\u003eChapter Four Lifecycles and Trends: How are These Affecting Your Market? 51\u003c\/p\u003e \u003cp\u003eChapter Five Your Competitors: What are They Doing? 71\u003c\/p\u003e \u003cp\u003eChapter Six The Experts: What Do They Say? 81\u003c\/p\u003e \u003cp\u003eChapter Seven The \u003ci\u003eReady \u003c\/i\u003eChecklist 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep 2 \u003c\/b\u003e\u003cb\u003e\u003ci\u003eAim\u003c\/i\u003e—What Do Your Future Customers Think?\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter Eight \u003ci\u003eAim: \u003c\/i\u003eThe Overview 95\u003c\/p\u003e \u003cp\u003eChapter Nine Research: Learning What You Really Need to Know 99\u003c\/p\u003e \u003cp\u003eChapter Ten Interviews: Getting to the Market Pain 113\u003c\/p\u003e \u003cp\u003eChapter Eleven Who are You After? Finding Your Target Audience 127\u003c\/p\u003e \u003cp\u003eChapter Twelve Turning Data into Results: How to Practically Apply All That You’ve Learned 137\u003c\/p\u003e \u003cp\u003eChapter Thirteen Outside Help: Using Research Professionals 143\u003c\/p\u003e \u003cp\u003eChapter Fourteen Countdown: Preparing the Market for Your Product 145\u003c\/p\u003e \u003cp\u003eChapter Fifteen The \u003ci\u003eAim \u003c\/i\u003eChecklist 147\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep 3 \u003c\/b\u003e\u003cb\u003e\u003ci\u003eFire\u003c\/i\u003e—Blasting into the Market\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter Sixteen \u003ci\u003eFire: \u003c\/i\u003eThe Overview 153\u003c\/p\u003e \u003cp\u003eChapter Seventeen Sales and Marketing: Budget for It 159\u003c\/p\u003e \u003cp\u003eChapter Eighteen The Details: Write Product Specs and Schedules 163\u003c\/p\u003e \u003cp\u003eChapter Nineteen Fast to Market: Get a Market-Oriented Product Out Quickly 171\u003c\/p\u003e \u003cp\u003eChapter Twenty Early Customers: Recruit Design Partners and Advisory Boards 179\u003c\/p\u003e \u003cp\u003eChapter Twenty-One Showtime: Launch, Market, and Sell the Product 189\u003c\/p\u003e \u003cp\u003eChapter Twenty-Two The \u003ci\u003eFire \u003c\/i\u003eChecklist 195\u003c\/p\u003e \u003cp\u003eAbout the Author 199\u003c\/p\u003e \u003cp\u003eIndex 201\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52507342995736,"sku":"9780470563632","price":15.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470563632_235930.jpg?v=1786444681","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/if-you-build-it-will-they-come-three-steps-to-test-and-validate-any-market-opportunity-hardback-9780470563632","provider":"Freshly Printed Books","version":"1.0","type":"link"}